Nilai, Negeri Sembilan – 8 July 2026 – MILA University’s School of Management and Business (SoMB) organised a specialised workshop under its Professional Series, titled “Professional Series of Workshop on New Media Analysis”. The three-hour session was designed for master’s and PhD students, lecturers, and university staff, providing practical exposure to new media data analysis and its applications in contemporary marketing.

Bridging Academic Knowledge and Industry Practice

The workshop sought to bridge academic knowledge with industry practice by equipping participants with practical data analysis skills. With digital platforms playing an increasingly central role in business and communication, the session examined how consumer and new media data can be applied to develop more targeted advertising strategies and strengthen organisational visibility.

The workshop featured industry expert Mr. Dhanyaraam C., Founding CEO of Sociolytics and Qube Media. With over 15 years of experience in digital crisis management, corporate strategy, and marketing, Mr. Dhanyaraam shared valuable insights drawn from a career spanning both the private and public sectors, including serving as Special Officer to the Deputy Minister of Higher Education.

Throughout the workshop, participants explored several key areas, including:

• Interpreting new media data to better understand consumer behaviour
• Utilising accessible analytics tools to simplify data processing without requiring an extensive data science background
• Developing evidence-based recommendations for digital organisations and contemporary marketing environments

By learning to translate raw data into actionable strategies, participants gained a deeper understanding of how data-driven insight can transform advertising decisions and organisational direction.

Through industry-led initiatives such as this, MILA University continues to provide its academic community and postgraduate students with opportunities to strengthen their professional capabilities and remain engaged with current industry practice.